Depending on the objectives, which may be philanthropic or primarily commercial
in nature, initiatives benefiting the community implemented within the identified
areas of intervention can be divided into two categories:
- donations, consisting of the allocation of funds or resources in kind to support a wide
variety of “good causes”, in response to the needs and requirements of voluntary
organizations or local institutions. As it will become apparent in this chapter,
only a small portion of such donations relate to occasional donations, while the
majority of donations relate to long-term partnerships;
- commercial initiatives, consisting of cultural, artistic, sporting and similar sponsorships, which
directly aim to promote the Company’s brand, a specific product or to improve the Corporate image.
Allocation to the community by type
|
|
2009 |
2010 |
2010 |
|
Donations |
15,170,500 |
13,545,400 |
29.8% |
|
Commercial initiative |
26,061,100 |
31,980,000 |
70.2% |
|
Total |
41,231,600 |
45,525,400 |
|
Values in Euros
- In an ongoing difficult macroeconomic and financial climate, the Group’s total
funds allocated to the community increased by 10.4% compared with 2009.
- The two components showed opposite trends: commercial initiatives grew by 22.7%,
while donations fell by 10.7%.
- Donations represented 0.8% of consolidated profit after taxes.
The initiatives supported by the Group are many and varied, ranging from occasional
measures in support of individual projects or when disasters take place to more
structured initiatives involving a several-year-long commitment from the Group.
In addition to interventions using funds set aside by Group companies, the participation
of some companies consisted of non-cash donations, involving the supply of material
goods or the direct provision of services.
Many initiatives were implemented with the assistance of collaborators, who collected donations and goods in kind or were involved in voluntary work,
dedicating their time to doing things for those less fortunate than themselves;
some were spontaneous initiatives, while others were sponsored by the companies.
|
